Work Detail

Insight

Granocyte (lenograstim) is a recombinant human granulocyte-colony stimulating factor (G-CSF) used to reduce the duration of neutropenia and risk of infection in people treated with cancer. All alternatives now available are biosimilars – biological generics - created using bacteria, whereas Granocyte is developed via a mammalian expression system and has no biosimilars.

Idea

To emphasize its distinctive nature, Granocyte was represented by a human figure set against a backdrop of mannequins. By conveying it as the only human recombinant product in the market, the evidence of consistently delivering higher stem cell yields was well supported.

Impact

This re-launch campaign for Granocyte gave the brand new impetus and provided the field force with a clear promotional foundation and focus with which to convey its unique positioning and messages. The campaign helped plateau the decline in sales and Granocyte remains the #1 branded G-CSF.